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International Social Media Advertising for Internal Comms | Georgia Halston EMENAComm

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International Social Media Advertising for Internal Comms | Georgia Halston EMENAComm

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In this presentation we discuss how best to use social media advertising strategies across vastly different cultures and countries for the use of internal communications and employee engagement.

In this presentation we discuss how best to use social media advertising strategies across vastly different cultures and countries for the use of internal communications and employee engagement.

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International Social Media Advertising for Internal Comms | Georgia Halston EMENAComm

  1. 1. International Social Media Advertising 2 For Internal Communications
  2. 2. We’re late to the party… 3 Fear? Confusion? Budgets? Cynicism?
  3. 3. Deception Epidemic 4
  4. 4. 5Edleman’s Trust Barometer 2018 ‘Post-trust’
  5. 5. 6 It’s all about content  Honesty  Authenticity  Integrity  Celebration
  6. 6. Connection 7
  7. 7. Case in point Across the EMEA region:  15,000 staff  64 locations  29 countries  8 business units
  8. 8. The launch Contending with:  Implementing processes  Starting from scratch  Awareness  Newsfeed algorithms 9 Source Falcon.io
  9. 9. 10 People first: • Inspiring excellence by successful career stories: One of Us, Rainmakers, Extra Mile Smart presence: • Sharing innovations and celebrating wins: Customers & Growth stories Sustainability and Diversity Positive impact: • Stories on PPG’s commitment to the community, Colorful Communities, Charity Partners, volunteer activities of PPG People
  10. 10. 11 Create great content Distribute content Consider your audience Isolate the audience Make real, human sense of the metrics Offer a set of metrics Run A/B tests based on learnings Dissect audiences for testing
  11. 11. 12  Reach  Engagement  Likes/faves  Shares/retweets  Comments  Clicks  Video views  Audience Acquisition  Likes/Follows  Site traffic  Number users on site  Average time on site  Average number of pages Reporting - Quantitative
  12. 12. 17 Refinement  Geographical areas  Language  Calls to action  Simplified/in-depth  Mother tongue  Images  Single image/carousel  Videos  Budgets  Timings
  13. 13. Results 18 Total Reach 4,566,162 Total Engagements 128,414 Video Views 77,373 Total Audience Size 10,349 £4,764 or 2,342 BHD Conversations across continents International comradery and understanding Unprecedented points of pride
  14. 14. 19 Learnings  Unban social!  Consider language  Great content  Human learning  Report, refine, repeat!
  15. 15. Thank You 20

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